The NFL is preparing to launch a $100 million attack ad campaign over the next six months in an attempt to force cable TV operators to carry its NFL Network channel, which will begin airing regular-season games in November.
If the cable providers don't sign up, the NFL will urge consumers to switch to satellite TV operators that carry the channel, NFL Network spokesman Seth Palansky says.
The 2½-year-old channel also has basic cable and/or digital distribution deals with at least 75 cable operators, including Comcast, the nation's top cable provider, and reaches 41 million homes. With the NFL Network airing regular-season games beginning Thanksgiving night, the league thinks it has the leverage to force its way into 25 million more homes this season. The TV, radio, print and magazine ads, which will target cable operators by name, could begin as early as next week, Palansky says.
"We think it's asinine that Time Warner (the nation's No. 2 cable provider) carries 12 shopping channels and 50 other channels you don't want — but can't find room for one dedicated to the most popular sport in this country," Palansky says. "We're replacing the kid gloves with bare knuckles."
One ad aimed at Time Warner says, "Don't let Time Warner ruin your football season. You'll miss NFL games if you don't call and demand NFL Network now." Another targeting Cablevision, a provider in metro New York, warns, "Don't let Cablevision shut you out." The ad lists the channel's games and a toll-free number for NFL Network.
Time Warner Cable spokesman Mark Harrad says it "is still having discussions with the NFL Network." Cablevision's Marie Stenberg declined to comment.
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